One minute your friend posts a YouTube video of you fooling around - "nek minnit" you're an internet sensation.
Skateboarder and entrepreneur Levi Hawken is the centre of attention after friend Colin Evans posted a clip of Hawken joking around while filming a skateboard video.
It shows Hawken saying: "Left my scooter outside the dairy. Nek minnit ..." The camera then tilts down to show a broken scooter.
The video has gathered more than 600,000 views in just over a month and brought the phrase - which means "next minute" - into the mainstream.
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"It's still gaining traction," said 35-year-old Hawken, from Dunedin.
"Everyone thinks that I put it up and I invented the 'nek minnit' craze. It's had nothing to do with me. It was for a skateboarding video that we filmed - we did it for us and our scene, and everyone's taken it mainstream.
"I don't own it - it's just a New Zealand saying that's become popular and I had a hand in that."
He says people now recognise him wherever he goes.
"I can't even walk down the street now. I'm the Nek Minnit guy."
T-shirt maker Mr Vintage is already cashing in on the internet fad with custom Nek Minnit T-shirts and hoodies, and will be giving Hawken a cut of the profits.